Social Media Manager & Brand Experience Creator
Ottawa, ON · Full-Time · Retail & E-Commerce · Marketing
Onsite · Hybrid Eligible · Reports Directly to the COO
About Us
Capital BBQ and BBQing.com are Canada’s premier destinations for premium grills, smokers, outdoor kitchens, and everything the serious backyard cook needs. We’re a specialty retailer with deep community roots, a growing e-commerce footprint, and a brand that means something to the people who follow us. We don’t just sell grills, we sell a lifestyle, a craft, and a culture.
We’re now looking for a rare individual to build and own the entire social media brand experience, someone who thinks like a strategist, creates like a director, and executes like a production team.
The Role
This is not a content posting role. You are the master architect of how our brand lives, breathes, and interacts across every social media platform; from strategy to script to final cut.
Reporting directly to the Chief Operating Officer, you will build our cross-channel social media ecosystem. You deeply understand the distinct psychology of users on each platform, knowing exactly how someone interacts with YouTube vs. TikTok vs. Pinterest vs. Facebook vs. Instagram, and you map creative formats and business objectives to each channel accordingly.
This role is onsite at our Ottawa location, with hybrid flexibility. You’ll be embedded in our showroom, product environment, and team culture, because the best BBQ content smells like smoke and looks like the real thing.
Key Responsibilities
1. Cross-Channel Architecture & User Psychology
- Own social media strategy across the full marketing funnel, creating content and campaigns that build awareness (TOFU), nurture engagement (MOFU), and drive conversions (BOFU)
- Own and maintain a structured monthly content calendar built on defined content pillars
- Define the specific business purpose for each active social media platform; authority building, community engagement, or direct conversion
- Map how our target audience moves through different social media touchpoints and align content to their mindset at each stage
- Monitor algorithm changes, competitor landscapes, and trend cycles to pivot tactics quickly
- Translate our core brand identity into platform-native expressions that feel cohesive while respecting each platform’s cultural norms
2. High-Aesthetic Creative Production & Storytelling
- Script, film, direct, and edit premium short-form vertical videos, lifestyle carousels, and visual stories — prioritizing brand quality over generic trends
- Maintain strict creative control over typography, color, video pacing, and transitions to establish immediate market authority
- Write compelling, platform-specific copy — punchy hooks for entertainment channels, authoritative micro-essays for professional platforms
- Produce YouTube long-form tutorials, Shorts, Pinterest boards, Houzz idea books, and Meta content that each feel intentionally crafted for their destination
3. Strategic Community Cultivation
- Foster authentic two-way conversations that transform passive followers into an active, highly protective brand community
- Monitor brand mentions, industry pain points, and cultural shifts leveraging social listening and audience research tools
- Develop and execute co-branded partnerships and campaigns that extend our presence into new and growing markets
- Manage influencer and creator relationships, including TikTok Shop placements, Spark Ads, and YouTube integrations
4. Analytics & Conversion Optimization
- Track multi-touch attribution, how social media engagement drives downstream conversions on transactional platforms and the website
- Interpret GA4, social media platform pixels, and native insights to calculate ROI and present clear results to the COO
- Evaluate data qualitatively; audience sentiment and depth of engagement, not just headline metrics, to refine creative weekly
- Build, manage, and optimize paid campaigns including Meta Ads, TikTok Ads, YouTube Ads, etc.
- Run A/B split tests on creative assets, audiences, and ad formats to continuously improve performance
Qualifications
- 3+ years of hands-on experience as a social media manager, brand storyteller, or social media director, with a portfolio demonstrating multi-channel social media brand building
- Deep platform psychology fluency: proven understanding of social media platform-specific user behaviors, demographics, and native algorithms across Meta, TikTok, YouTube, Pinterest, LinkedIn, and Houzz
- Deep understanding of full-funnel social media strategy: ability to tailor content, targeting, and messaging for audiences at the awareness, consideration, and decision stages.
- Mastery of creative production tools: Adobe Premiere, Photoshop, Canva Pro, CapCut Pro, or equivalent, with a strong personal eye for layout, framing, and pacing
- Proven ability to operate as a self-directed creative department, moving fluidly from abstract positioning strategy to production-line execution
- Hands-on paid media experience across Meta Ads Manager, TikTok Ads, Pinterest Ads, and Google Ads
- Strong command of GA4, social media platform pixels, and multi-touch attribution reporting
- Experience with social media scheduling and management platforms: Hootsuite, Sprout Social, Later, or equivalent
- Familiarity with AI workflow tools for caption generation, image mockups, and scheduling efficiency
- Excellent written communication across formats; hooks, captions, long-form copy, and executive performance reports
- Comfortable presenting strategy, results, and recommendations directly to the COO
- A genuine passion for grilling, outdoor cooking, or home and lifestyle brands is a meaningful asset
Preferred Certifications
- Meta Blueprint Certification & Meta Business Suite Certification
- Adobe Express Certification
- Pinterest Academy Certification
- Semrush Social Media Certification
What We Offer
- Competitive salary commensurate with experience
- Comprehensive benefits package
- Employee discount across our full product lineup
- A real opportunity to shape, grow, and leave your mark on our social media presence
When applying a include a link to your social media portfolio or 2–3 examples of campaigns, channels, or content you’ve personally built. Show us range; YouTube channels, TikTok, Pinterest boards, Twitter, LinkedIn as well as Instagram and Facebook.
Cover letters are welcome but not required. Let your work speak first.
